Mondelēz’s Cadbury chooses recycled plastic over paper for new Dairy Milk chocolate wrappers

20 Sep 2021 --- Mondelēz International’s Cadbury brand has revealed plans to incorporate 30% recycled plastic in Dairy Milk chocolate bar wrappers from 2022. The move will ensure Dairy Milk’s 28 million chocolate bars made in Bournville, UK, and sold in the UK and Ireland, meet the impending UK Plastic Packaging Tax requirements.

The UK government’s Plastics Packaging Tax proposes a £200 (US$273) per metric ton tax rate for plastic packaging with less than 30 percent recycled content from April 2022.

“We’re among the first to do this because we believe demand is critical to encouraging the growth of the advanced recycling sector that will help us establish a domestic circular economy,” Laura Flynn, external affairs manager, Northern Europe, at Mondelēz, tells PackagingInsights.

“At present, we do not have a fixed date, but it is our intention to bring [the use of recycled plastic] forward as soon as possible,” Flynn continues.

By 2025, the company aims to reduce its virgin plastic use in rigid packaging by at least 25%, or a 5% reduction in virgin plastic use in its overall packaging portfolio, assuming a constant portfolio mix.

Over a quarter (28%) of UK consumers reported being influenced by sustainable packaging when making purchasing decisions, according to Innova Market Insights’ 2020 Consumer Survey. Almost 30% indicated an increased percentage of recycled content in packaging would positively influence their product choice. 

Cadbury Dairy Milk’s recycled plastic plans follow Mondelēz’s new fund to address recycled plastic shortages.Chocolate in recycled plastic, not paper?
Alongside sustainably sourced cocoa, more environmentally friendly packaging is becoming increasingly coveted across the wider chocolate industry.

Notably, paper wrappers for chocolate are gaining popularity, with the past year witnessing launches and trials from confectionery giants Tony’s Chocolonely, Smarties, Balisto and Ritter Sport.

According to Innova Market Insights, 38% of UK respondents perceive plastic’s recyclability as either “good” or “excellent.” However, this figure jumps to 75% for paper.

So why has Cadbury not joined the paper bandwagon and opted for recycled plastic instead? “We choose the best material based on a range of considerations including sustainability credentials. In measuring the environmental impact of a packaging material choice, we look at the end-to-end total impact on the planet,” Flynn explains.

“Paper can be best for some uses, while plastic is better for others. There’s no point choosing a material that’s easier to recycle if it makes a greater contribution to climate change and food waste.” 

Notably, Innova also found 34% of UK respondents view paper’s product protection as either “good” or “excellent.” This was far behind 58% who reported the same about plastic.

Building the Flexible Plastics Fund
Cadbury Dairy Milk’s recycled plastic announcement follows Mondelēz International’s collaboration with retailers and other FMCG leaders on a £1 million (US$1.37 million) Flexible Plastics Fund to address recycled plastic shortages.

The fund is designed to drive up UK flexible plastic recycling rates through front-of-store collections initially, with the longer-term aim to collect the material from households.

“We are committed to reducing waste and closing the loop on packaging – keeping valuable materials within the economy and out of the environment,” says Louise Stigant, UK managing director, Mondelēz International.

“Our increased use of recycled plastic will drive demand for this material and reduce our need to produce new, virgin plastic.”

Mondelēz International also plans to move to recyclable packaging for its Dairylea and Philadelphia brands.Outsiders react
Next to the Flexible Plastics Fund, Mondelēz International is a member of the UK Plastics Pact and a signatory of the Ellen MacArthur Foundation’s New Plastic Economy Global Commitment.

Commenting on Mondelēz’s participation in the Flexible Plastics Fund, Marcus Gover, CEO at UK Plastic Pact-leading organization WRAP, highlights plastic bags and wrapping represent nearly a quarter of all UK consumer plastic packaging. 

“Moves toward recycled content are important in reducing the demand on natural resources, and I am pleased Mondelez International will include recycled plastic from next year on this household brand as part of its work toward the UK Plastic Pact targets.”

Rebecca Pow, UK Minister for the Environment, was similarly encouraged: “Our landmark waste reforms, including making companies more responsible for their packaging and our plans for a world-leading plastic packaging tax, coupled by real action from industry, mean we are finally turning the tide on plastic waste.”

Rethinking chocolate packaging
Cadbury is not alone in recycled plastic strides. This month, Ferrero Rocher launched new chocolate boxes made from polypropylene for increased recyclability. A phased rollout will see reformed 16-piece and 30-piece boxes hit the market. 

Shortly before, the Ferrero Group announced it would be thinning its Kinder Bueno plastic packaging material by 2022. The move will lead to an initial annual reduction of approximately 550 metric tons of materials, saving around 1,450 tons of CO2 compared to the previous packaging. 

Currently, Mondelēz International is using 75% recycled PET content in its Dairylea Lunchables and Snackers packaging in the UK. The company will also begin using recycled plastic in its Philadelphia tubs and lids from next year.

Furthermore, the FMCG giant is investing over £21 million (US$28.7 million) annually in technology, resources and recycling infrastructure and anticipates an acceleration in this investment over time. By 2025, it will aim to have invested over £215 million (US$293.8 million) in helping to create a more sustainable future for plastics.

By Anni Schleicher